How Moxi used nostalgia for LA's skate culture to roll into the mainstream
LOS ANGELES - The women of the Moxi skate team whiz through the streets of Long Beach on their roller skates, first gliding in serpentine patterns, then performing back flips, midair splits and handstands off skateboard ramps.
These moves, as seen in YouTube videos that have netted tens of thousands of views, helped push the Moxi brand mainstream. Today, the Long Beach company's customers include experienced skaters as well as fashion-forward newbies attracted to the whimsically colored, retro high-top skates.
Fueled by a hot market for nostalgia and savvy social media marketing, Moxi has built on Southern California's rich history of roller skating to tap the fashion and fitness industries. The brand has grown from its start in 2010 to sell more than 10,000
